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How Does Google Adwords Work? A Beginners Guide to Google Adwords

Posted by Amy Baker on Mar 4, 2014 8:00:00 AM

Google Adwords is one of the most important online marketing tools for small businesses.

Search engine optimization (SEO) takes time, and if you are looking to generate inbound leads in the short term, then running a paid advertisement on Google will help get your name at the top of the list. Google Adwords is also very good for advertising a particular product or service, especially one that is limited, time-sensitive or otherwise unique. So how does it work? Follow this guide to find out.

The first step is to nail down exactly what you are trying to promote, because Google only gives you a finite amount of letters (like Twitter) to express what you want to say. You are allowed 12 characters for your headline, 17 characters for the first line of your ad’s description and 17 for the second line. Therefore, it’s critical to precisely articulate your goal, so that you can maximize the available space and increase the effectiveness of your message.

 Beginners Guide to Google Adwords


What is your Google Adwords budget?

Second, you need to take a look at your online marketing budget. The good thing about Google Adwords is that you can pay as you go. Surely you have heard the acronym PPC, which stands for Pay-Per Click. PPC means that you only pay for the clicks you receive, which is ideal for small businesses on a budget. Now let’s get into the specifics.

The great thing about Google Adwords is that it allows advertisements to only be displayed to people in specific geographic areas. Therefore, if you are marketing in Sydney only, then first you need to 1.) Click “Campaign Settings” 2.) Click “Audience” and 3.) Select the cities you want. 

To select your budget, first go to “Bidding and Budget” and then “Automatic Bidding.” This is the safest option for beginners because you will not ever have to worry about going over budget, and Google tries to bring you the highest amount of clicks within your budget.


When it is time to create your ad, remember to use your words precisely.

Besides that, you should always include some kind of call to action, researched keywords and something that differentiates you from the competition. It could be anything from the number of years you have been in business, to your amount of monthly subscribers or your great location. Find a key figure that sets you apart.

 Beginners Guide to Google Adwords

After you have set your location, budget and advertisement, the last thing you have to do is enter your billing information. It’s easily done by clicking on the “Billing” tab and then “Billing Preferences.”

One of the keys to success with Google Adwords is understanding whether you are trying to promote a unique product or service that you offer, or your entire business in general. It may be a better idea to use Adwords to promote something specific within your business, rather than using a generic blanket statement. 

For example, if you run a surf shop, then instead of using the ad space to say how great your shop is in general, use the defined space to showcase one of the highlights that only your shop has to offer. While everyone else defaults to using a generic blanket statement, you can differentiate yourself by providing a clear window into your offerings, while the other shops appear the same as one another.


Google Adwords is a fantastic online marketing tool that more small businesses should take advantage of.

When used correctly, it can drive significantly more qualified leads to your website than you are receiving right now. However, what many small businesses unfortunately do not realise is that the tool needs to be utilized correctly in order to work.

The key is to advertise your business in a creative way. Google Adwords provides the opportunity to sell yourself to literally the whole world – so make the best of it by selecting something truly special about your business to promote. Fiinally, remember to find a way to embed a call to action within your offering. Feel free to experiment with several variations of your ad at the same time to see which one gets the best results – remember, you’re only paying for the clicks your receive, so it’s at no cost to you.

If you want to find out more about how Google Adwords can work for your business, simply get in touch with the team at The 360 Degree Marketing Group. One of our professional and friendly media specialists can assist you today, simply call +61 (2) 8302 4200 or use our contact us form on www.360degreemarketing.com.au/contact-us/

To better measure your marketing performance, download our free ebook: Closed-Loop Marketing by clicking the link below.


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Topics: Google PPC Sydney, Google SEO Marketing Sydney, Google Adwords, Reputation Management Sydney